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2014, br. 2, str. 91-106
Koncept lojalnosti potrošača u maloprodaji
Visoka poslovna škola strukovnih studija, Novi Sad

e-adresadragana.drinic@vps.ns.ac.rs
Sažetak
Lojalni potrošači su partneri preduzeća i predstavljaju stabilan izvor prihoda. Preduzeća su više usmerena ka zadržavanju postojećih, nego ka privlačenju novih potrošača, jer lojalni potrošači predstavljaju najvredniju imovinu preduzeća. Cilj ovog članka je da se razvije integrativni konceptualni okvir za stvaranje i održavanje lojalnosti potrošača, uz istovremeno baziranje na detaljnom pregledu bitne literature i realnosti na tržištu. U tom kontekstu, izvršeno je empirijsko istraživanje primenom anketnog metoda na slučajnom uzorku od 165 ispitanika. Na osnovu istraživanja koje je sprovedeno identifikovani su značajni faktori koji utiču na lojalnost potrošača.
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O članku

jezik rada: srpski
vrsta rada: izvorni naučni članak
DOI: 10.5937/skolbiz2-7397
objavljen u SCIndeksu: 20.03.2015.
metod recenzije: dvostruko anoniman

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